Universal Music Group’s (UMG) Bravado acquires Epic Rights, creating a music merchandising division that will represent more than 50 musicians and bands. Terms of the sale weren’t disclosed.

Epic Rights’ roster – built since CEO Dell Furano formed the company in 2014 – features more than 30 artists and bands including Kiss, Billy Joel, Aerosmith, Jimi Hendrix and AC/DC. The company, which is readying a large merchandising program to mark the Woodstock music festival’s 50th anniversary this year, will continue to represent its brands.

Bravado represents a broad selection of rap artists, including Travis Scott, Kanye West and Nicki Minaj, while also handling licensing for Lady Gaga, the Beatles, Guns ‘N Roses and the Who.  Both companies have non-musician clients; Epic also represents former music venue CBGB and Woodstock, and Bravado represents Harley-Davidson.

For Furano, the deal is the second time a music merchandising company he helped form has been sold. Furano helped found Sony Signatures, which was sold to Live Nation in 2008.

The acquisition will expand UMG’s merchandising business, which generated €283m of revenue for the company in 2017. In the nine-month period ended last September, revenue declined 16.6% to €180m, according to UMG parent Vivendi.

The purchase also is part of a growing consolidation within the music merchandising business. Warner Music Group bought Germany-based EMP Merchandising for €180 million last fall.

Contacts:

Bravado, Joe Marzioto, VP Brand Marketing, 212-445-3400, joe.marzioto@bravado.com

Epic Rights, Dell Furano, CEO, 310-424-1901, dell@epicrights.com